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This is the first paper of the SPIE seminar-in-depth called "Marketing in Europe". We anticipate that this may be the first time that many of you (seminar participants) have considered this market. Therefore, we have designed this paper to give you an overview of all the aspects associated with the European Market. To illustrate our paper, we have selected a product which was designed primarily for the amateur photographer, although it has universal application in business and industry. Since most of you are engaged in the design and fabrication of industrial products, you may wonder why we selected an amateur product for the overview. We feel that this selection gives us a greater opportunity to illustrate all of the essential aspects of marketing in Europe. In the final analysis, your marketing budget will decide which aspects you will give priority. However, don't fail to make your own overview; so that, having considered each of the aspects, your final priorities will be meaningful.
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